The Federal Trade Commission, which consists of three sections, has one department that is devoted to consumer protection, called the Bureau of Consumer Protection. This branch enforces various laws and regulations related to the well-being of consumers, setting rules pertaining to fraud, deception, and other unfair treatment in the consumer market. Consumer protection advertising rules are established to prohibit these issues, ensuring that advertising is appropriate in its function to consumers, and that it is actually representative of the product or service it aims to sell. Primarily, Truth in Advertising rules requires advertising to be truthful and non-deceptive. Deception is defined as an advertisement that consists of easily misleading information or excludes material that could greatly influence a consumer's purchase. The determination of whether or not an ad is deceptive is made from the point of the typical consumer, considering what information would generally be viewed as important and how it conforms with the actual product. As a result, not all claims made in an advertisement are grounds for deception - only those that would be considered by a reasonable consumer as grounds for making a decision.